You've probably seen the B Corp logo on products and wondered what it means. Another certification? A marketing badge? Something companies do to appear more responsible without actually changing anything?
It's a fair question. The certification landscape is crowded, and cynicism about corporate responsibility claims is well-earned. So here's what B Corp actually involves, why we pursued it, and what it means in practice rather than in press releases.
What B Corp Is
B Corp certification is administered by B Lab, a non-profit organisation that assesses companies across five categories: governance, workers, community, environment, and customers. The assessment is comprehensive, covering over 200 questions about how a company operates, not just what it produces.
To become certified, a company must score at least 80 out of 200 on the B Impact Assessment. The median score for ordinary businesses that take the assessment (without seeking certification) is around 50. An 80 is significantly above average, and achieving it requires demonstrable performance across all five categories, not just strength in one area.
The assessment covers everything from employee pay and benefits to supply chain practices, environmental footprint, governance structure, and community impact. It's not a self-assessment — B Lab verifies the information provided, conducts interviews, and requires supporting documentation.
Companies must recertify every three years, with the assessment becoming more rigorous over time as B Lab raises the standards. It's not a one-off achievement. It's an ongoing commitment to meeting and maintaining a higher standard of business practice.
What It Requires
The B Impact Assessment examines concrete practices, not intentions. Some examples of what's evaluated:
Governance: Does the company have a formal mission statement that considers the impact on all stakeholders, not just shareholders? Are there written policies on ethics and transparency? Is there a process for stakeholder feedback?
Workers: What are the company's compensation practices relative to industry norms? Are there professional development opportunities? What percentage of the workforce receives benefits beyond statutory minimums? How are workplace health and safety managed?
Community: Does the company source from local suppliers? Are there policies supporting diversity and inclusion? Does the company engage with community organisations or charitable causes?
Environment: What is the company's carbon footprint? How does it manage waste? Are there policies on energy use, water consumption, and supply chain environmental impact? What percentage of materials come from sustainable or recycled sources?
Customers: Does the company's product or service genuinely benefit its customers? Are there quality assurance processes? How is customer feedback handled?
Each category is scored, and the total must reach 80. Companies typically find certain areas are stronger than others, which is why the certification process often becomes a catalyst for improvement — identifying weaknesses and creating accountability to address them.
What It Holds You Accountable For
The certification itself is only part of the structure. When a company becomes a B Corp, it also makes a legal commitment by amending its articles of association (in the UK) to formally consider the impact of decisions on all stakeholders — workers, community, environment, and customers — not just shareholders.
This legal change is significant. It embeds stakeholder consideration into the company's constitutional documents, meaning directors have a legal basis (and obligation) to make decisions that balance profit with broader impact. It's a structural change to how the business is governed, not a marketing exercise.
The three-year recertification cycle also creates ongoing accountability. You can't achieve certification and then revert to previous practices. B Lab monitors certified companies, requires updated assessments, and can revoke certification if standards aren't maintained.
Why We Did It
The honest answer is that we wanted external validation that we're running the business the way we say we are.
It's easy to claim you care about your employees, your environmental impact, and your community. Every brand says it. B Corp certification requires you to prove it — with data, documentation, and third-party verification. It subjects your operations to scrutiny by an independent organisation with no financial interest in your success.
We didn't pursue certification to put a logo on our packaging (though we do). We pursued it because we wanted a rigorous, external standard to hold ourselves against, and a framework for continuous improvement in areas that matter beyond profit.
The process wasn't easy. It required months of data gathering, documentation, and honest assessment of where we were strong and where we fell short. The areas where we scored less well became targets for improvement, which is exactly how the process is designed to work.
What It Doesn't Mean
B Corp certification isn't perfection. No certified company claims to have zero environmental impact or flawless working practices. The certification indicates that a company has demonstrated a level of social and environmental performance that places it in the top tier of assessed businesses, and that it's committed to maintaining and improving that performance over time.
It also doesn't mean every product a certified company makes is automatically sustainable or ethical. It means the company as a whole operates above a verified standard across governance, workers, community, environment, and customers.
The certification is about the business, not the product. But the way a business operates inevitably influences the products it makes — the sourcing decisions, the manufacturing standards, the ingredient choices, the treatment of suppliers, and the commitment to transparency.
Why It Matters For You
If you're choosing between two protein powders and one is made by a B Corp certified company, what does that actually tell you?
It tells you the company behind the product has been independently assessed across multiple dimensions of social and environmental performance and scored above a rigorous threshold. It tells you the company has legally committed to considering the interests of stakeholders beyond shareholders. It tells you the company undergoes regular reassessment and can't rest on past performance.
It doesn't guarantee the product is perfect. But it provides a level of verified accountability that most companies in the supplement industry don't subject themselves to.
In a market where every brand claims to be clean, ethical, and sustainable, certification by an independent third party is one of the few ways to separate genuine commitment from marketing language.
Frequently Asked Questions
What does B Corp stand for?
B Corp stands for "Benefit Corporation." The certification is awarded by B Lab, a non-profit organisation, to companies that meet rigorous standards of social and environmental performance, accountability, and transparency.
How is B Corp different from other certifications?
B Corp assesses the entire company, not just a specific product or process. It covers governance, workers, community, environment, and customers through over 200 questions. The minimum score of 80/200 is significantly above the median for ordinary businesses, and recertification every three years ensures ongoing accountability.
Is B Corp certification just a marketing exercise?
The certification requires legal changes to a company's governance documents, independent verification of performance data, and regular reassessment. Companies that fail to maintain standards can lose certification. It involves far more rigorous scrutiny than a marketing badge.
Does Purition's B Corp status affect the protein powder itself?
B Corp certification applies to the company, not individual products. However, the sourcing decisions, manufacturing standards, ingredient choices, and supply chain practices that contribute to B Corp performance directly influence how Protein & Fibre is made and what goes into it.
How many companies are B Corp certified?
As of 2025, there are over 8,000 B Corp certified companies across more than 90 countries. The certification is growing, but it remains a small fraction of all businesses, reflecting the rigour of the assessment process.